Top Marketing Mistakes We See Clients Make (and How to Fix Them)

Marketing today moves fast, and while most small businesses are doing their best to keep up, there are a few common pitfalls we see time and time again. The good news? Most are easy to fix once you know what to look for.

Whether you’re a startup trying to make your first impression or an established brand that needs to level up, here are the top marketing mistakes we see, and how to avoid them.

 Leading Without a Strategy

You’d be surprised how many businesses skip the strategy and jump right to posting on social or printing flyers. But without clear goals and an intentional plan, even the most beautiful marketing can miss the mark.

 Start with the basics:

• Who are you trying to reach?

• What do you want them to do?

• What platforms are best for that audience?

Your messaging, visuals, and tactics should all tie back to those answers.

Inconsistent Branding Across Materials

From social media posts to event signage, inconsistent branding confuses potential customers and weakens your presence. If your colors, logo, fonts, and tone aren’t aligned, it can make your business seem less trustworthy.

 Create (and use) a simple brand guide, even if it’s just 1–2 pages. Include your core colors, logo rules, preferred fonts, and examples of your brand voice. Use it across all marketing platforms, from Instagram to invoices.

Treating Marketing Materials Like an Afterthought

Marketing materials are often overlooked or pulled together last-minute, especially for events, promotions, or trade shows. But strong materials do more than look good, they tell your story, build trust, and keep your brand top of mind.

Here’s how to avoid this mistake:

Custom Marketing Materials Tailored pieces like brochures, postcards, flyers, and branded decks give your messaging a polished edge. They're especially useful for pitches, mailers, client onboarding, and in-store signage.

Promotional Marketing Materials From branded pens and mugs to custom tote bags or tech accessories, these items help extend your reach and keep your brand in customers’ hands, literally. And yes, people do still love free stuff (when it’s useful).

Marketing Materials for Events If you're attending a conference, trade show, or community event, come prepared. That means a cohesive booth design, clear signage, print handouts, and swag that reflects your brand.

Frequently Asked:

• What are some good promotional items? Think practical and brand-aligned. Popular items include reusable water bottles, notepads, phone stands, keychains, tech accessories, and eco-friendly tote bags.

• How do you create marketing materials? Start with a strong brand foundation. Then work with a designer (or a full-service agency) to create templates or fully custom assets. Always design with your audience and usage in mind, what’s the goal of this piece?

• What is the best marketing material for a small business? It depends on your audience. But a few tried-and-true options include a well-designed business card, a one-sheet overview of your services, a digital welcome kit, and branded social templates. Start simple, then build from there.

  
  

Relying Only on Social Media

Social media is a great tool, but it shouldn’t be your only tool. Platforms change constantly, and you don’t own your followers. If your entire marketing strategy is built around Instagram, you’re leaving your growth to chance.

 Diversify your marketing. Build an email list. Create evergreen content like blogs. Optimize your website. Use physical materials when appropriate. The strongest marketing ecosystems connect all the dots.

Not Measuring What Matters

It’s easy to get caught up in likes and follows, but those don’t always lead to revenue. We often see businesses invest time and money into marketing without tracking whether it’s actually working.

 Set key performance indicators (KPIs) based on your goals. Use tools like Google Analytics, email open rates, and sales tracking to see what’s moving the needle. Then, adjust your strategy accordingly.

Final Thoughts

Marketing doesn’t have to be overwhelming, but it does need to be intentional. Avoiding these common mistakes can put your brand on a stronger path, help you stand out in your space, and ultimately connect you with the right audience in a more meaningful way.

Need help designing impactful materials, leveling up your strategy, or finding the right mix of promotional tools? We're here to make it all a little easier, and a lot more effective.